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“The Brazilian skin care industry will experience significant changes in the next few years,” Patricia Moreira, Chemyunion

Brazilians continue to spend more on hair care than skin care, but consumer behavior of younger generations and the launch of innovative products can give the local skin care industry a boost.

Brazil is the fourth largest consumer of personal care and beauty products worldwide, behind only the US, China and Japan. In some categories, such as fragrances and hair care products, Brazil ranks even higher, in second and third place respectively. However, the same cannot be said for skin care, in which Brazil ranks eighth worldwide, as shown in the latest Euromonitor survey.

Patricia Moreira, skin care marketing manager at Chemyunion

Patricia Moreira, skin care marketing manager at Chemyunion

Culturally speaking, Brazilians ascribe more aesthetic value to hair than skin. Hair is deemed as a ‘greeting card’ in Brazil,” says Patricia Moreira, skin care marketing manager at ingredients manufacturer Chemyunion. “A comparison between hair care and skin care products reveals that obtaining immediate results is very important to consumers. Skin treatments tend to take longer to show results, in addition to requiring them to follow a daily skin care routine. Many give up when they do not see changes to their skin right away, and become skeptical of the efficacy of this type of product.

However, Moreira says generational differences are starting to have an impact on this industry. Younger consumers tend to be more educated about skin care, and buy different products more readily, because they understand the benefits of having a daily skin care routine, and that sooner is always better to ensure continued healthy-looking skin. “This scenario leads us to believe that the Brazilian skin care industry will experience significant changes in the next few years.

There is ample room for industry growth in Brazil,” says Ana Paula Rasmusen, marketing manager at Enzz Cosmetics. Established in 2014, the professional hair care company launched its first line of facial dermocosmetics at the beginning of the year. It consists of three different liquid enzymatic solutions, which contain natural ingredients, vitamin C and hyaluronic acid.

Rasmusen says easy usage is a top priority for consumers when buying skin care products, in addition to product safety and efficacy. She claims that to be the case with the Enzyme Skin line – all it takes is spraying it onto a freshly washed face. The line’s products can be combined for improved results according to skin type, and serve to moisturize/energize the skin, combat oily skin/promote a matting effect and work as an antioxidant/anti-pollution product.

In Brazil, anti-pollution cosmetics already generate a lot of buzz. Moreira says almost 30% of women look for products with anti-pollution claims when buying makeup, while 49% buy products with sun protection. “There are two ways to categorize the benefits provided by this kind of product: those that reduce skin damage caused by pollutants and those that seek to minimize skin contact with pollutants, effectively avoiding damage,” she says. Chemyunion’s portfolio includes SkinBlitz, which claims to reduce the penetration of pollutants into deeper skin layers by 65%, slowing cell aging rates and preventing hyperpigmentation caused by exposure to pollution.

When it comes to skin care, Moreira also highlights the use of performance-optimizing nanotechnology, such as directing ingredients to specific areas in order to improve penetration rates, bioavailability and attachment to a designated structure. "We have also seen considerable growth in the skin cleansing and preparation categories, with the introduction of new products and formats, such as sticks, wipes and micellar waters, in addition to facial masks, which are hugely popular in Asian markets, and are starting to gain traction in Brazil.

The future of the fight against skin aging, she says, “may be found in epigenetics, the cutting-edge technology that shows how a person’s environment and habits influence gene expression and aging rates.” Moreira says this groundbreaking advance will revolutionize the skin care industry, opening up new possibilities to combine different treatment options – even going beyond the exclusive use of cosmetics – to boost their effect.

Renata Martins

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